Does Sex Sell?: Racy Marketing
Guest Post By: Rick Lamont is a business analyst and entrepreneur with over 10 years of experience.
Marketing and advertising firms have been using sexy imagery to promote goods and services for their clients for over a hundred years. We may think that billboards for Guess Jeans and television commercials for Victoria’s Secret are racy these days, but some tobacco and lingerie print advertisements in the late 19th century prove that when it comes to catching the attention of consumers, sex still sells.
Popular web hosting provider GoDaddy is no stranger to sexy advertising. While GoDaddy goes out of its way to ensure that web hosting is within easy reach of the masses, the majority of its customers are likely to be engaged in web design and development, an industry that is still predominantly male. GoDaddy is highly aware of its large male customer base, and to that extent it has managed to catch their attention with clever integration of sultry female models in their marketing campaigns. Sexy advertising has become a staple of the GoDaddy brand, so much so that Go daddy promo codes these days evokes images of race car driver Danica Patrick, professional poker player Vanessa Rousso, professional golfer Anna Rawson, and Russian-born linguist Marina Orlova.
The New GoDaddy Girls
The latest additions to the GoDaddy lineup of hot models include members of all-female pop and dance group the Pussycat Dolls. The commercial is slated to air during the televised presentation of the popular Super Bowl XLVI on February 5. In between the action delivered by the New York Giants and the New England Patriots, football fans will be treated to a humorous commercial featuring two male actors who are in a place where heaven and cloud computing intersect. The men, who could be considered typical GoDaddy customers, are greeted by sexily-clad angels played by Danica Patrick and the Pussycat Dolls.
The new commercial is already going viral thanks to the social networking and sharing features of sites like YouTube. GoDaddy has reported significantly increased traffic to its website, with many of those visits converting into sales. In statements to the press, GoDaddy CEO Bob Parsons explained that the latest TV commercial is geared towards promotion of .co, a new top level domain that aims to compete against the traditionally popular .com. Super Bowl television commercials have substantially paid off for GoDaddy in the past, and thus the company is expecting that sales of domain registration and web hosting packages in 2012 will probably exceed the volumes achieved last year.
Sexy Marketing is Great for Sales
To illustrate the effectiveness of its sexy advertising campaigns, Bob Parsons has pointed out that previous commercials aired during the Super Bowl have managed to raise the percentage of new registrations by more than 450 percent, particularly with commercials that strategically played during the fourth quarter of the game.
In the past, GoDaddy has also offered web-only video commercials that are far more risque than their advertisements during the Super Bowl. The web hosting company has indicated that these salacious offerings are also responsible for driving up web traffic and sales. If anything, GoDaddy television commercials are solid proof that sex still sells.